When brands band together, multidimensional stories emerge. Each brand needs to understand what it brings to the main story and to its more focused story. Strong partnerships create efficiencies. A brand gets more bang for the buck and garners a more engaged audience by letting consumers choose to see what they want to see behind the curtain.

Many brands have been creating content and have an arsenal on various social media platforms. Those brands should now be looking to evolve that content or the platforms on which it resides to maximize the investment and realize its potential.

Great content works. I’ve also been trying to make the argument in my office that great content is inherently valuable. Meaning, that the content itself can be monetized. WillItBlend has done this. With the success of the early videos, BlendTec launched WillItBlend.com, a website dedicated to the Will It Blend videos.

As a strategist at an online content marketing agency I’m constantly asked to recommend the most effective online distribution channels. Unfortunately, there’s been no easy way to answer this question. However, over the next couple of posts, I hope to help you determine what the most successful distribution vehicles for your content might be.